The Right Channel (cont’d)
Another key consideration, in addition to assessing marketplaces’ positioning, is to analyse the other brands on a specific marketplace to ensure relevant association. This will attract a similar audience, ensuring exposure to the right target consumers.
The top 5 brands found retailing on Asos were Asos Design, River Island, New Look, Bershka and Pull & Bear – established fast fashion brands with extensive assortments that supplement each other in capturing a wider audience.
In comparison, the top brands on Topshop were Topshop, Freedom at Topshop, Glamorous, Jaded London and Quay Sunglasses. These brands carry more progressive and trendy designs, aligning with Topshop’s higher fashion quotient. Freedom at Topshop and Quay Sunglasses were recent additions to the Topshop marketplace.
Complementing other brands found on a marketplace can help with brand association. Consumers will affiliate the brand with the aesthetics of others. Association will prevent the brand from seeming out of place. Failure to achieve this will result in consumers gaining a distorted perception of the brand, which is damaging not only to the brand image, but also the relationship with marketplace buyers.